Global and Multi-National Advertising

will lead to theory-driven research; in this way, researchers and their
audience will have a clearer understanding of the underlying purpose of
advertising research and how that purpose affects the product research
results. My second suggestion is that postmodernism, understood as a
theoretical perspective deriving from poststructuralism, enhances researchers' abilities to understand the highly complex (postmodern) international
communication situation, and that as a practice, postmodernism allows
researchers to ask different kinds of questions and to communicate results
in a fresh, ultimately, and more accessible way.

Whichever paradigm a researcher adopts, it is only through a rigorous
understanding of the theoretical underpinnings of the research that a
coherent body of knowledge can emerge. International advertising research,
thus far, lacks that coherence.

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